In this diagram, we see that several different disciplines work together to achieve relevance in Marketing Communications, or Advertising Strategy. Relevance is not a yet a button that you click, or an option on a targeting platform that you are using. It’s the culmination of research, planning, and execution, which must include a feedback loop […]

Many people and companies, assume that relevance is a property of the audience (or audience member), or conversely a property of the advertising (image, copy, placement). Well, it’s neither. It’s a property of the relationship between audience, message, product, and the time and placement of the advertising itself. It’s a meta-property. This is best viewed in […]

The Right Story Informed By the Right Data We provide Brand strategy and measurement that catalyzes leaders to grow their organizations through critical transition years and volatile markets. In the era of naked brands and big data, the art of strategy and the science of measurement are needed more than ever in order to help […]